For the past year, H&M has allowed shoppers to donate bags of gently used, unwanted clothing at their storefront. Now, the fashion company, Hennes & Mauritz AB, is preparing to launch their first recycled denim line.
The capsule collection will be made from the fibers of the 7.7 million pounds of used clothing that H&M has collected over the past year.
Through recycling pieces of these donated garments, the company will design five classic denim styles for both men and women. For men, the denim collection will contain two pairs of jeans and a denim jacket. The women’s collection will have a pair of jeans and a sleeveless denim vest.
H&M hopes that their recycling program will help “close the loop” on textile production by decreasing the negative impact that the fashion industry has had on the environment. While the clothing line will not be able to do all that just yet, it hopes to spark the industry’s desire to recycle textile fibers in future clothing production.
“We are proud to offer environmentally friendly products, in which our clients and we believe,” said H&M designer John Loman.
The capsule collection will be available in select H&M stores at the end of February.